Tourists' risk perception of risky destinations: The case of Sabah's eastern coast

Abstract

This study investigates tourists' risk perception towards a risky destination. The eastern coast of Sabah, Malaysia was chosen as the study site for its recent high-risk status as a result of a series of abductions and political turmoil. Using t-test and partial least squares-structural equation modelling analysis, the impacts of travel experience, prior experience with risk, travel motivation, novelty preference, gender, age, and nationality on tourists' risk perception were examined. The results of this study indicate that tourists do perceive Sabah's eastern coast to be high risk but this negative perception of Sabah's eastern coast as a marine destination does not affect their perception of other coastal areas in Malaysia -tourists remain optimistic of other coastal areas within Malaysia. The effects of various determinants on risk perception are reported. The study has provided timely analysis and implications to the tourism industry in Sabah, which can also serve as a reference to destinations with similar risk background.

What Determines the Choice of Tourist Destination? The Case of Denmark

“…What matters for the tourists' choices are the perceived risks of travelling to and staying at a destination (Garg, 2015;Yang et al, 2015). Perceived risks may take many forms in tourism.…”

“…Perceived risks may take many forms in tourism. It may include crime, disease, weather, physical, equipment failure, cultural barriers, terrorism, war and political crises (Pennington-Gray & Schroeder, 2013;Pizam & Mansfeld, 2006;Yang et al, 2015). In recent literature on the safety of tourists, there has been a tendency to focus on major terrorism events such as 9/11 or bombings at Egyptian tourist resorts, which have caused huge safety problems for the tourism industry and a feeling of fear and danger among tourists when they travel (Kozak et al, 2007;Page & Connell, 2006;Mansfeld & Pizam, 2006;Wilks & Page, 2003).…”

Terrorism, Trust and Tourism

“…Especially when we talk about safety, previous experiences with the destination may be seen as important (Yang et al 2015). In the tourism literature, for instance, Pearce"s travel career ladder and travel career pattern approaches suggest that tourists" motivation changes over their life stages and/or with their travel experiences (Pearce 2005).…”

“…Thus, it may indeed matter whether tourists have visited the same country before and how many times. Likewise, we include an age variable because younger tourists may -compared to older tourists -engage in more hedonistic activities, often under the influence of alcohol or to higher extent seek novelty compared to familiarity (Page & Connell 2006;Yang et al 2015).…”

“…Motivation has for long been seen as an important topic for tourism research and safety is a driving force for actions (Crompton, 1979;Pearce & Lee, 2005;Yang et al, 2015). Terrorism implies the arbitrary use of violence causing uncertainty and non-predictable behaviour, a risk factor which tourists have to take into account when travelling abroad.…”